Singer and fashion designer Pharrell Williams and NIGO, artistic director of Kenzo, have unveiled Japa Valley Tokyo, a one-hectare art, retail, and hospitality complex located near Yurakucho Station in the heart of the Japanese capital. The ambitious project, set to open in 2027, is being developed in collaboration with NOT A HOTEL and will transform the site of the former Shin-Yurakucho Building, currently a temporary park by Mitsubishi Estate, into a limited-run cultural attraction.

Inspired by California’s Napa Valley, the vision reimagines the famed wine region through a distinctly Japanese perspective, trading vineyards for sake breweries. The destination is planned as a fully immersive precinct that will operate temporarily, channelling over two decades of shared creative vision between Pharrell and NIGO, who serve as co-chief visionaries for the site.

The space will feature artwork by KAWS, alongside pop-up installations curated from an evolving roster of artists, chefs, and designers. While further details remain under wraps, the project’s scale and ambition point towards a tourism experience built on cultural richness and design-led thinking.

Founded in 2020, NOT A HOTEL has established a unique presence in the Japanese hospitality market, with four operational sites and upcoming locations in Ishigaki, Minakami, and Setouchi, the latter designed by Bjarke Ingels Group. Pharrell and NIGO’s recent appointments as creative advisors and investors mark a deeper integration of their influence into the company’s curated approach to hospitality.

Their collaboration has already extended to THE NIGO HOUSE, announced in early 2025. This cliffside retreat in Futtsu, Chiba, curated entirely by NIGO, features vintage Prouvé furniture and a hand-built tea room for the traditional sadō tea ceremony. Ahead of its public debut, Pharrell’s auction platform JOOPITER offered an exclusive opportunity to stay at the property.

With Japa Valley Tokyo, Pharrell and NIGO are embarking on a fresh, short-term cultural experiment designed to bring people together through seasonal experiences that build a strong sense of place.